Creating Emails that Get Read by Your Media Targets

Having a reporter's email isn't enough. If you want your email to get read, you need to use these email techniques.

Today it's not difficult to find email addresses of reporters - either AP, national columnists, trade related, or local. However, the challenge of getting your emails through to these individuals and read, is still difficult. As a PR professional, there are a number of techniques you can use to can get those emails noticed!

Here are a few techniques you can use for email related promotions:

1. Develop a good list of contacts.
Nothing beats a great list. Creating a strong list of reporters in your market is essential for getting the word out. There are a variety of techniques you can use. If you're using some type of PR management system (ex: Vocus), you have access to the most up-to-date email addresses of reporters.

However, if you do not subscribe to a service, you can use Google news to search for recent stories that have appeared relating to your industry. Often times, you'll find a reporter's email address included. If not, you can Google their name.

Another way to develop a good list is by developing a strong 'house-list'. A house list is what direct marketers develop over time as individuals contact them. You can simply keep your list in an Excel spreadsheet and update it whenever possible.

2. Make sure your email gets past the SPAM filters.
Good email etiquette is essential for getting your email to the intended recipient. It also takes a knowledge of SPAM triggers and how to avoid them. Because these triggers change on a regular basis, I recommend using a SPAM Checker.

I've had success with numerous SPAM checkers. If you're looking for something that's industrial strength, I recommend eFiltrate. This is appropriate if you're sending a number of emails on a regular basis as I do.

If you're looking for a free SPAM Checker, then Click here. This one works pretty well but doesn't catch everything. If you're only sending out a handful of emails per month, it should be adequate.

Note: Do not include any attachments with your email... they will get blocked. You can always include a link to your website or supporting material!

3. Write a compelling email.
Now that you've developed a list and gotten your email to show up on the reporters desktop, its essential that you write a compelling email. I recommend the following:

• An informational subject line like "News", "Story Idea", or "In response to your recent article."
• A summary or statement of most important points at the top.
• A unique position or storyline that is direct and to the point.
• Your contact information, company name, and address.

Writing a compelling email takes some work. Not only will you have to sharpen your PR and Marketing skills, but you need to better understand the reporter.

Spend a few moments reading a few of their previous articles. This will give you a feel for the writer and perhaps a hook to make your email relevant to them.

If you follow these techniques for developing your list, getting past the SPAM filters, and writing a compelling email, your message is sure to get noticed.